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Kinds of queries we deal with
“I have the raw material – what will I make”?
“I found this French product, can I make something similar”?
“Where can I source these trays/film”?
“How do I package it”?
“I’m only getting 6 days shelf-life, I want 12…21...”
“What kind of packaging equipment will I buy”?
“I've already bought a packaging machine – do you think itssuitable”?!
We deal with numerous Irish andInternational packaging companies
Equipment suppliers
Trays
Film
Bottles
Cans
Pouch
Bag etc
We deal with numerous National andInternational packaging suppliers
We deal with numerous National andInternational equipment suppliers
Numerous ingredients companies..
Numerous other processing equipmentsuppliers
We advise on…
Signposting/Appraisal of equipment Appraisal of packaging materials Prototype and process development Micro, chemical, sensory appraisal Scale-up Reverse-engineering In-factory training External resource for NPD (My own speciality is packaging and
processing of muscle foods)
Packaging represents about 70% ofqueries
Over 300 company NPD projects
Ranging from small to large
Raw, chill, frozen, pasteurised, freeze-chill etc
Consumer foods, baby foods, pet-foods
Dairy, beverage, meat/muscle foods, cerealsetc
No “One-fits-all approach”
Each situation is different
Every company and concept isdifferent
Size of operation Budget available for Capex Required shelf-life Target market Market size/volume Level of automation required In-house expertise/skills Use of ancillary equipment/processes Etc
The most successful NPD ideas aremarket-led and packaging-choiceis dictated by numerous market
factors
However one common factor…
NPD Critical Paths
1. Marketing Input
2. Concept Research
3. Proposed ingredientsand raw materialsource
4. Initial first productmake up
5. Recipe Formulation
6. Sensory Evaluation
7. Process technology
8. Work up costings
9. Shelf life andnutritional testing
10. CustomerPresentation
11. Product sign off withcustomer
12. Photography andpack design
13. Confirm packaging
14. Pre production trials
15. Launch
Ref: Leatherhead UK
Correct market appraisal will fast-track theprocess and increase success rate
Market Research
Crucial for identifying packaging optionsand minimum market entry requirements
Importance of market research
First step on the NPD process
Is there a gap / demand for your product?
Benchmark your concept against competitorofferings
See what multiples require in terms of packsize/price-point/plan-o-gram etc
Opportunity to determine what yourcompetitors are using and try to improve uponthis
Identifying interesting packagingformats
Numerous ways of identifying trends/best-in-class
Trade Magazines
Agencies Teagasc, Bord Bia, BIM, EI etc
Internet
Trade Shows – Catex 2013 / Shop etc
Retailer websites – Asda, Waitrose etc
http://www.bim.ie/our-services/grow-your-business/marketinformation/
Focus groups
Store Checks
Store checks quick and convenient
Gastropub: Main ForTwo€10.49 per 720g
Count on us: Low Fat Range€5.99 per 400g
Haddock CumberlandPie€3.39 per 300g
Ensuring competitor USP’s are improved upon
Store checks allow you to buy and reverse-engineer(dismantle) successful products
Additional sources of data e.g.Mintel/Kantar
Till-receipt based data
Recipe formulation/reverse engineering(Mintel)
Tesco Thai Crab Fish CakesCompany: Subcategory:Date Published: ID:1592970Tesco Fish Products12 Jul 2011Tesco Thai Crab Fish Cakes contain Alaska pollack and sweetchilli melt in the middle. The fish cakes are free from artificialpreservatives, flavours and colours. This product retails in a290g recyclable pack containing two pieces.Country:IrelandStorage Type:FrozenIngredients: Crab meat (21%) (white crab meat (70%), brown crab meat(30%)), Alaska pollack (15%), wheat flour,sweet chilli sauce (12%) (water, red pepper, sugar, fructose, tomato, vinegar,cornflour, fishNutrition: Per 100g: Energy 770kJ/185kcal, Protein 10.2g, Carbohydrate 18.1g(of which Sugars 4.7g), Fat 7.8g
E.g. Mintel data
Market-data can help you decide which strategy to go with
Which in turn will affect your purchasing decision re equipment etc
Both commodity and own-brand can makemoney
How will my product make an impact?
Premium look and feel via branding/outerpackaging
Packaging has important role to play
In getting your product and brandnoticed
Retailer-push towards packagingformats e.g. MAP versus Skin-pack
But ultimately, packaging mustdeliver optimal product quality overduration of shelf-life
From the food quality perspective….
Packaging materials and equipmentmust deliver maximum quality
throughout the shelf-life
Prototype development must ensurecommercial conditions
A quick re-cap
SPOILAGE
Oxidation
Moisture/Aw ChemicalSensory
Colour
OdourTexture
Microbial
Spoilage organisms – Freshmeat
E.g. Pseudomonas, Acinetobacter,Moraxella,Shewanella, Alcaligenes,
Aeromonas, Escherichia, Enterobacter,Serratia, Hafnia,Proteus, Brochothrix,
Micrococcus, Enterococcus,Lactobacillus, Leuconostoc,
Carnobacterium and Clostridium.
The predominant spoilage flora in a meatis determined by nutrient availability,
oxygen availability, storagetemperature, pH, storage time of the
product, and generation time of the microorganisms present in a given environment
Bacterial spoilage beer
For brewing industry, beer spoilage bacteria havebeen problematic for centuries. They include some
lactic acid bacteria such as Lactobacillus brevis,Lactobacillus lindneri and Pediococcus damnosus,
and some Gram-negative bacteria such asPectinatus cerevisiiphilus, Pectinatus frisingensis and
Megasphaera cerevisiae. They can spoil beer byturbidity, acidity and the production of
unfavorable smell such as diacetyl or hydrogensulfide
Yeasts and moulds
Yeasts and Moulds are majorspoilage organisms
predominately in low wateractivity foods (e.g. jams, syrups,dried foods) and foods with lowpH (e.g. 3.8 pickles/marinades).In general, Yeasts will grow in
the presence or absence oroxygen while moulds are
generally inhibited by oxygen-free environments. However
“oxygen-Free” status isdependent on effectiveness andintegrity of packaging medium
Packaging….
Is only one Hurdleused in conjunction
with others.
Temperature (heatand/or cold-chain)
pH/Aw
Air/Modified Atmosphere
Heat treatments
Ingredients/additives
Packaging maintainsinhospitable environment
to spoilage bacteria
Packaging has numerousfunctions
Physical protection Barrier protection –
air/water etc Or breathability (Cl.
Botulinum) Avoid Cross
contamination/security Facilitate Transport Retard spoilage (NB ***) As a processing step e.g.
can/jar Marketing tool Convenience e.g.
microwave/oven
When developing a new product
Important to use commercially-availablepackaging equipment and materials early on intrials
Ensures commercial simulation of the cold-chain
Tests seal integrity and associated properties ofproduct
Allows natural spoilage to occur as percommercial cold-chain/logistics
Generates usable microbiological data fordevelopment of HACCP/FSMS
Use accredited micro-testing when possible
Packaging suppliers
Understand incremental growth
Numerous entry-level solutions tohelp you to get up and running
Entry-level equipment
Hire of larger equipment
Small print runs
Allows you to test concept atprototype stage before largeinvestment
Case study 1.
Artisan seafood producer who wants toproduce ready meal products with min 14
days shelf-life
Small company with €30k to spend onequipment (combi-ovens)
Product Limitations
Tried Gas flushing but not effectivedue to physical nature of product
Company using combi-oven to cookfish, sauce, potato etc
Followed by cold assembly
Micro Log 7 after 8 days + highEntero count
Too short to access UK market (andbeyond)
Plans to distribute throughout EUand needs 14+ days
Choice of tray
Competitor offerings identified duringstore check
FoilD2/Topfilm
C-petD2/Topfilm
Foil +waxed card
M&S
Client was hoping to use…
Foil oven tray (12c)
40-60mm deep tray
D2/group 6 footprint(200x155)
Dual oven/microwavable
Recyclable
200-350g portion size (adultserving)
Cardboard sleeve (22c – 5colours)
Equipment trialled
Ilpra
Multivac
Promens
Hired for 1month each
€750-1200/month
D2 footprint
8-12trays/min
€27-30k
Practical considerations
Cold-fill delivered 7-8 days shelf-life
To achieve 8+ days, necessary toeither alter clean-label status (E’s) orpasteurise in-tray (e.g. 85 deg C for30 min chamber temp)
Foil option twisted during process-cook-step
Therefore Polypropylene (PP) or HighDensity Polyethylene (HDPE) materialrequired (C-pet/foil mis-shapen aftercook)
Suppliers products trialled; Promensor Mecapack
RH Packaging V511 machine
Deciding factors…
MAP not suitable for this application ascooking step (process)
Polypropylene tray chosen as with-standshigh temperatures
Temps above 85 deg C resulted in distortionof tray/film
Antifog top film to increase visibility
Throughput (Promens 511) 6-8 trays per min
Cost 12-15c each + 5 c top web + 12ccardboard sleeve (volume dependant)
Machine - €27k
Final product microwavable but not oven-able (but working on this)
Other product produced with similarpackaging technologies
Case study 2
Smoked meats manufacturerconsidering upgrading packaging
€30k spend on equipment.
Artisan Salami and cooked meats
Issues with current packaging range
Competitor offerings more visuallyappealing
Manual filling/vacuum packing
Handling time and crosscontamination (Entero)
RTE product so danger of Listeriacontamination post-cook/dry
Manual packaging bottleneck
Inconsistent look to product range
No shelf-ready packaging thereforepoor product placement on shelves(Plan-o-gram)
Difficult to Brand current pack
Competitor Packaging Equipment -Thermoforming
ILPRA
Multivac
Ulma
Optional gas-flush application
Forms its owntrays
High volumethroughput
Costs €75k-220K
Solutions tested
Printed pouch – Alert Packaging and FostersPackaging
Multivac T250 – Tray and skinpack (+ 15mm tray)
Mecapack S1000 Skin packer
Trays and film supplied by Versatile packaging,Monaghan
Group 4 PP with skin-pack top film
Printed Pouch
Better visual impact/ branding
Still issue of manualfilling
Option to developsimilar style pack onflow-wrapper
But flow-wrap = 75k(“not a runner”)
Buyer liked the newpackaging butmanual packagingtoo expensive
Multivac T250
Dual tray sealing and skin-pack (in tray)
D2 x 4 trays (200x155) (PP)
20mm deep tray skin-pack (in-tray)
Option to gas flush salamis/smokedchorizo in tray (50mm deep) on samemachine
Cost per tray 12c + 5c top-film
Tray material – optional asreheat/oven/microwave not required(PP chosen)
Optional printed top-film
Machine €35k
Throughput – 4 up die set (4 trays percycle) – 12 trays per min skinpack/8per min gas flush (product dependent)
Mecapack S1000
Polypropylene 20mmtray
Skin-pack top-film 4-6 trays per min S1000 heads fit large
machines (trade-uppossibility)
Same suppliermanufacturers PP trays
Cost trays 18-25c (per5000)/topfilm 6-8c)
Deciding factors
Multivac T250 4-up tool configuration Same machine could be used for
gas-flush Client also sourced wrap around
cardboard sleeve from DollardPackaging (12 each)
Shelf-life extended by 1 week due toless handling/cross contaminationissue (manual packaging – Entero)
Rent-to-buy option with thiscompany
Will probably scale up to aThermoformer in near future(greater efficiencies)
These packaging technologies canalso be used for
Case Study 3
Nut and cereal based snack bar.6 bars per box (printed carton).
Competitor offerings
Packaging used by competitors
Large Flow wrappers€75-200k
www.alertpackaging.com
• The size and weight of the bar• Product, Positioning, Price (Premium vs “cheap-as-chips”)• Shelf-life required (this will dictate barrier properties e.g.
laminate of barrier Polypropylene)• Throughput per hour• On what type of machine will you pack . (DIY vs.
OUTSOURCE)• Packaging machine dimensions• Min print runs (e.g. 5000 linear metres entry level)• Costs per additional colour (gold & metallic ink expensive)• Can they do artwork or bring myself?• Finalise material specs and document (important is
unexpected change in product down the line)• Look at products they produced for other companies• Check supplier ISO, BRC, Repack accreditations (important
for selling to multiples)
Conversation with film manufacturer
Paddy’s O’ Granola Range
75% common coloursthroughout with distinct
colouring to indicatevariations in range
White background and“Paddy O’s” common
Trialled during this project
+
Flowrap one (Basicpackaging Ltd, UK)
http://www.youtube.com/watch?feature=endscreen&NR=1&v=bvwHBlMxUlE
Machine & material sourcingFlow-wrap
Basic Packaging Ltd. (£9995 entry)
(Also supply VFFS for Crisps)(£7995 entry)
Print Registration Unit (PRU)
Acrylic coated outer layer
Polypropylene inner layer
Barrier film inner layer
Gas-flushed with nitrogen (to eliminate air)
Rental option – rented for 3 months with rentalcost deducted from final price
Throughout 20 packs per min
Optional extension on carousel line (£3k per m2)
Final product important facts
Water activity (Aw) control crucial
Product discoloured with light
Foil layer used to omit light
Client had 3 products
5000 linear metres film best utilised with commoncolour source
Spot colouring to show variations inproduct/ingredients
Client explored Paper : PP material for artisan feel.
Client also needed to source a printer for BB date etc.
ANSER U2 PRINTERS
• 300 DPI Printing• Dates, times, counters and logos• Handy remote control• Available as network version• Clean, no mess• Up to 5 lines of text• Prices from €1,650.00• Also see CODICO (Ire)
Want to know moreabout flow-wrapping??
Good site re Flow wrapping andmaterial;
http://www.boschpackaging.com/doboy/eng/pdf/Bosch_Guide-to-Flow-Wrapping.pdf
But always consult your materialssupplier who will discuss cost andshelf-life implications and differentmaterials
Flow wrapping has application for
Case Study 4
Chowder producer looking for longer shelf-life
(currently 14 days).
Monies available – €20k “at a push”!!
“But I’m not buying new”
Current process
Brat pan
Brought to boil and fish added for last20 min
Ladled and hot-filled into tamper-evident tubs
Blast chilled
Sticker/label applied by hand
Placed into outer cardboard box
12 in outer cardboard box (2 x 6 perlayer)
Competitor technology
Limitech mixer/heating
Automatic dosing into tubs
Mondini tray sealer with de-nester
Pasteurised in steriflowretort
Shelf-life 1year (ambient)(minimum)
Printed tubs
Traceability system
Already paid for factory &equipment
Large workforce
First of all…..
REALITY CHECK !!!
High volume competitor product
Not main product (ready meals)
Major supplier to Tesco (UK)
Use of additives and thickeners
Contrary to brand values of our client
Capex investment €2million ++
Go back and start your market checkagain
Compare yourself to more realisticcompetitor
Benchmark against similarproducts
Range of products with 1 monthsmax shelf-life
Small volumes
Artisan values, provenance,freshness etc
Start small e.g. local Supervalu
Focus on freshness, quality and“local”
Improve upon competitor products
Allow for growth
Packaging trialled
Hand sealer withprofile cut (4 up dieset – circular tubs) x2
HDPE tubs (150ml)
Wrap aroundcardboard sleeve(Dollard packaging)
Second-hand Semi-automated depositor(Riggs autopack,UK) Riggs
autopack
€1100
€9k
Value for money??
Pro’s
10 trays per min
Semi-automated dosing into HDPE tubs
Option to use printed top-film and eliminatecardboard sleeve
Dosing machine reduced handling/crosscontamination
Con’s
Still relatively manual operation
Additional investment required for scale-up
Longer shelf-life requires further heat-treatmentin-pack
However….
This client needed to produce min 3000 units per week tosupply retailer
Capex would have been too small
Decided to OUTSOURCE (in short-term)
Pros
Large-volume possible
Can focus on sales
You know your capacity
Slightly more expensive
€1.12/pack)
HACCP/FSMS/BRC etc responsibility of another company
Cons
Different factory number (FR)
Tied in to 6-12 month contract
Eventually outsourcer might take business
Outsourcing production
Outsourced to ready mealscompany
Did not want to fillet/skin/bone
Additional costs for outsourcingfilleting etc
Outsourcing company wanted touse commercially-availableingredients
E.g. dried spices, UHT cream,Kibbled onions etc
Important when outsourcing…
Pre-meeting Confidentiality agreement Bring prototypes/competitor products Go armed with market data re price-points Research outsourcing company product portfolio ID positive and negative attributes
Meeting Taste your prototype Discuss ingredients/shelf-life Understand their capabilities/capacity Discuss packaging requirements Especially min runs (product, process, packaging) Ask for contact point on factory floor re product spec/prototype
dev Agree project plan (Slide 11)
Follow-up Finalise product spec/ingredients Check/review regularly
“Remember your brand canbe affected by quality
issues related tooutsourcing”
Large seafood processor who boughtnumerous small tray sealers over 3 years
Wanted to remove costs from production andbecome more automated
Equipment trials & costs analysis/throughput
Case Study 5
Skin-pack/Thermoform Equipment –Raw Pre-pack (Trialled 4 machines)
€120k++ €135k
Focus group and buyer feedback re skin-pack
Increased visual specLess plastic/packagingMore in box/palletIncreased logistics (cheapertransport)Tactile – can seeunderneath of productRetailer wanted this in fishsectionCompany had to beprepared to do 2 for 1’s threetimes a year
Client gathered quotes forequipment
Multivac
R095 Flex
R105 Semi rigid (MAP+ skin)
R125/145 Cooked meats
R175 DARFRESH
R275 Darfresh MAP + SKIN
DARFRESH 45mm above tray + 50mm deep
ULMA
TFS 300
TFS 500
TFS 700
Mondini TRAVE 590 E340
All MAP and skin-pack
100-200k
Client also visitedother machine demo
facilities
We carried out trials re materials/usage/costs withfilm manufacturers
Topweb TC201 650mlong = 2400 trays/roll
Bottom web EGEV200m long = 740
trays/roll
Cryovac, alert packaging etcsupplying materials to Irishcompanies
Calculating costs
Throughput per hour
Dictated by machine size
E.g. 420mm carousel
E.g. 3 x 127 x 270mm packs(381mm)
Rest of film excess/waste
Approx cost 11-15c per pack
Plus cardboard sleeve 22c/pack
Printed top-web – 18-22c per pack
Potential savings
Shelf-life analysis
Skin/Darfresh versus Tray MAP
Gas flush = 6 days
Vaccum = 6 days
Darfresh = 8 days
Sensory/odour/chemcial/microbiologicalanalysis
Set up sampling plans
Labelling requirements
In-factory prototype development
Acting in neutral capacity for SME’s
Thermoforming has applicationfor
So when choosing packaging…
Identify markets and competitor offerings
Narrow down packaging formats you like
Link with agencies to define how product isproduced (upstream and downstream)
Hire/trial equipment on site/incubation unit
Preliminary sensory trials before expensive microtrials
Ensure micro carried out using commercialconditions
Teagasc/BIM/Bord Bia/EI/Universities etc can giveneutral advice re equipment suitability/selection
Thank you
John Fagan
087 9045047
